About the Author

Linda Swayne (Ph.D., University of North Texas) joined the University of North Carolina-Charlotte faculty in 1981, where she is now chair of the Marketing Department. She has served as president of the Charlotte Chapter of the American Marketing Association, Southern Marketing Association and Southwestern Federation of Administrative Disciplines. Dr. Swayne has written eleven textbooks. Her co-authored textbook, Strategic Management of Health Care Organizations, is in its fourth edition. She has published over 25 journal articles and scholarly papers and 30 case studies. Dr. Swayne was editor of the Case Research Journal from 1998 to 2001. She serves on the Steering Committee for the Metrolina Health Initiative, chairing the Marketing Committee. Previously, she served on the board of directors of the C.W. Williams Health Center, National Conference for Community and Justice, and the campaign board for the United Way of Central Carolinas. Mark Dodds is professor of sport management at the State University of New York, College at Cortland. He holds a J.D. from Marquette University Law School, a M.B.A. with a sport management concentration from Robert Morris University and a B.S. in Marketing Management from Syracuse University. While at MULS, he earned a Sport Law Certificate from the National Sport Law Institute. His research area is focused on legal issues of sport, the use of sport in civic engagement, sponsorship activation and sport brand equity creation and has publish articles in journals such as: Marquette Sports Law Review, The Journal of Physical Education, Recreation and Dance, Journal of Sponsorship, International Journal of Sport Management and Marketing and College Athletics and the Law.